Fiona Green: CRM in sport

Sports Content Strategy with MrRichardClarke: Exploring sports content, journalism, digital and social media

TOPICS

What has changed in the last three years?

The first book coincided with the introduction of GDPR? Looking back how has that rolled out?

The differing approaches of sports organisations to GDPR, particularly Manchester United

Why you should never take anyone out of your database? The importance of the win-back plan

What has developed over the last 10 years?

The move against personalisation, and why Fiona disagrees

Adding in psychological info and the problems with Net Promoter Score

The concept of “Jobs To Be Done”

Talking about the R in CRM

The importance of marketing to young fans and the restrictions around the world

Marketing in different countries

The inclusion of social media in your CRM ecosystem. The problem of scraping data

The ambitions of big and small clubs. The difference in framing

“Technology is not a silver bullet” - The 80:20 split. Spending 80 per cent of your resources on the people

The next three years in CRM